Peugeot doubles local small business sales
06 December 2006
Author: Hugh Hunston
Peugeot has doubled fleet sales among small local businesses after "belatedly rediscovering an almost invisible minority market".
The admission came from the French brand's UK sales director David Brookman. He revealed the Redhill-based business sales centre, working in conjunction with Peugeot Bank, would push up sub-25 small business volume to 3000 cars this year, compared with 1500 in 2005.
Brookman said: "We woke up belatedly to the fact that sitting almost invisibly between retail and fleet sales were small local community businesses with sub-25 fleet potential, who were buying cars and vans using retail offers.
"When they talked to dealers they were told they could not do much about them because they fell between two stools. The essence of our business sales centre run by Ed Slattery is small businesses considered previously as too small to attract manufacturer's attention can have a business offer with finance structured to their needs."
He added: "You don't often achieve dramatic changes but in the past 12 months we have grown our small business sales from 1500 to 3000 units. This section of the business market has been and still is neglected by the fleet community."
Peugeot veteran Brookman claimed the "mutually beneficial" programme had developed a "matrix of terms for selling smaller but significant numbers of vehicles" using previously unavailable support.
This initiative has played its part in an anticipated 20% rise in Peugeot's business car sales this year, which Brookman forecast will push up overall fleet market share to 6.5%.
He argued: "The only way to succeed is to aim for an equivalent balanced market share with both retail and fleet roughly on a par. Generalist mainstream car-makers have to pitch with equal enthusiasm and commitment in both sectors. Otherwise you're kidding yourself."
The 307 had been pivotal to that growth but Brookman warned the once dominant upper medium sector would continue to decline.
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